21
This image shows
one of The design
concepTs presenTed
by hughes br and
mix ThaT megafood
did noT choose.
shelf. We knew that we wanted a colorful bright label to catch
MegaFood logotype and other essential product information.
the consumer's eye and convey all the real, fresh foods in the
the name of the vitamin appears larger than both the flavor
product. Consumer feedback helped us narrow down the label
and the delivery method because customer feedback during
design to what you now see-consumers shared that they still
the gummy Bare all project revealed that to be the most
felt connected to the MegaFood brand (despite the creative
important factor to consumers.
departure from the traditional yellow label) and were compelled
to purchase the product based on the design.".
hughes Design introduced a shrink wrap to expand the real
estate on the label and emphasize MegaFood's commitment
Delivering all the Feels
to farm-fresh, organic ingredients. Because the core ingredient
the bottom of the jar is also transparent, to make it clear that
of each supplement originates from a specific farm, each jar
the content is gummy bears and not tablets. Most of the jar,
displays that farm's logotype prominently on the front label.
however, is covered with colorful illustrations of the plant ingre-
the back label features a description of that farm and a picture
dient (ginger, citrus, mixed fruits and cranberries). these vivid
of a farmer.
images are designed to evoke feelings of farming and nature
and were created based on concepts introduced during a
the partnership with the farms also is highlighted on
Phase 1 presentation with MegaFood. hughes Brand Mix inten-
MegaFood's website, social media channels and marketing
tionally wanted to avoid photography, because it can appear
material. For example, James lake Farms, which makes the
more mainstream and modern than the rustic feel MegaFood
cranberries in the B12 vitamins, appears in a Youtube video on
was looking for.
MegaFood's website. the two companies also have supported
the three lakes Community Foundation, a philanthropic
"the illustrator calls herself impressionistic," says Jamie teska,
organization.
design director at hughes Brand Mix. "she is an oil painter. she
actually bought the ingredients, put up a still life, painted it and
"as organic farmers, we believe in protecting the natural
mailed us the canvas. We imported it into the computer and took
integrity of the food we grow and the land on which we grow
it from there. it's almost like Monet did it, artful and gestural. "
it," says John stauner, owner of James lake Farms. "MegaFood
believes as strongly as we do in these values. We provide
"even though [the illustrations] are impressionistic, they are
a quality ingredient for a great line of MegaFood products
not necessarily moody," says greg Martin, creative director at
that can make a difference in someone's life. By working with
hughes Brand Mix. "We wanted vibrant colors because this is
MegaFood we connect with that person and promote the
a healthy product. Brighter colors can evoke that wellness and
health aspects of cranberries."
healthy feeling. they gravitated towards a balance between
showing the actual ingredients and giving it some liveliness as
For more information, visit
well as taste appeal and flavor."
MegaFood, www.megafood.com
hughes Brand Mix, www.hughesbrandmix.com
On top of the illustrations is a white label featuring the
James lake Farms, www.facebook.com/jameslakefarms 
BXPMagAzine.com